Lifestyle

Cocktail With — Shanice Allen

Hitting the Piazza Duomo with Shanice Allen not only ups the fun quotient but provides insight into a young woman who believes not only in the adage 'Bloom where you are planted', but in maximising every opportunity. Indeed, she's wasted no time taking over the bar and the spotlight from all else in the establishment.

How and when did Campari find you?

Campari found me on social media in October to be a part of the Campari's Pop Style campaign.

As a global influencer, how did you find this trip to Milan?

My trip to Milan was definitely the trip of a lifetime! It was so unreal for me, as I never thought I would be in Europe at this particular time in my life. It definitely taught me the importance and power of a global influencer, which is oftentimes doubted by a lot of persons.

You were described as a natural at Camparino in Galleria mixing cocktails or turning heads at the Piazza Duomo? Was this all part of your marketing strategy? What's the response been like from your followers?

This was definitely a part of my marketing strategy, as I planned every single outfit and detail of my trip. Milan is definitely one of the fashion hubs of the world so I had to show up, show out and turn heads! The response from my followers was mostly positive, as I showed them that nothing is ever really unattainable once you are true to yourself and believe in yourself and your dreams.

What was the highlight of your trip?

The highlight of my trip was definitely when I was behind the bar inside of the Camparino in Galleria mixing the Campari Americano!

What surprised you the most about Campari?

I knew Campari was a huge international brand, but it was quite an experience seeing the brand up close and personal and understanding just how adored and respected it is by the Italians. Plus, the impact that Campari has on Italy... simply amazing! I'm definitely happy and proud to be associated with the Campari family.

What surprised you the most about Italy?

Everything! I've never been there before and it was so beautiful; everything I expected and more.

What's your favourite drink?

Definitely the Campari Orange.

What's the one Italian word that you are currently obsessed with?

Piazza! It is literally on almost every building.

What's the one thing you were eager to share about Italy?

There were lots! The beautiful ancient attractions, especially the Duomo Cathedral, the Trevi Fountain and the Colosseum (I'm obsessed).

What was your best dining experience?

My best dining experience was at the food hall on the top floor of the Rinascente with a wonderful view of the Duomo Cathedral.

What three things did you pick up, as a marketer?

Event Execution - Each event that I attended was properly branded. There was no second thought about who was hosting the event. Also, the execution was perfect as it was prompt and on time.

Utilisation of Influencers - Campari's utilisation of influencers from all over the world speaks to the brand's global reach.

Generating Buzz — The fact that there was a trailer leading up to the launch gave the social media audience something to look forward to, as well as the different videos leading up to my departure in Jamaica to my arrival in Milan.

How do you plan to parlay these tools?

As an entrepreneur, these tools are easily applicable. Even though I had preliminary knowledge of them, it was exciting watching them intertwine to create an experience! As an entrepreneur in the marketing and event industry I intend to use these tools to better my businesses ( @damnimglammed and @luxemarketingja), improve my execution of events, and given the opportunity to be employed at Campari and the preliminary knowledge of Campari's global excellence will definitely be a tool in my success.

Where you to able to return to Milan with three personalities who would they be and why?

1.@itsrichrush (a fellow social influencer) because she is outgoing and adventurous and I know we would be trying new things everyday.

(2) @quiteperry because I think he is hilarious and he would definitely lighten the mood and keep a smile on my face the entire trip.

(3) @thedenyque because I love her warm vibrant and easygoing spirit.

Finally, how does Shanice see her role as a marketer?

As a marketer I feel my role is to personalise an experience for the target market I influence. As I develop as an individual and an influencer I have come to the realisation that the persons I influence experience things through me. As such, I think my role is to facilitate a virtual partnership with them where they feel engaged and a part of whatever it is I'm doing, whether it's flying to Milan with Campari or my favourite simple task, styling an outfit. Lastly, one thing I hold dear to my heart which assists my role in marketing is staying true to self.

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